Alyssa Covarrubias’ journey from feeling stuck in her career to launching the thriving Neighborhood Social Company is a testament to her resilience, faith, and determination. Inspired by the challenges of the pandemic and her desire to create a fulfilling career in social media and marketing, Alyssa took a leap of faith, stepping away from a job she disliked to pursue her dreams. In this interview, Alyssa shares how she navigated self-doubt, imposter syndrome, and the ups and downs of entrepreneurship while keeping her passion alive. Her story is an inspiring reminder that with courage, faith, and a bit of grit, it’s possible to carve out your own path.
Can you share the story behind starting a Neighborhood Social Company? What inspired you to launch it?
When the pandemic hit I wasn’t working and had really been struggling with my mental health as a result of the world basically stopping. As a chronic busy bee it all hit me really hard. When everything started opening up again I was asked if I wanted to return to my job which was visual manager position at a popular retail company and to be honest I hated it there, I felt really stuck in life and no longer wanted to be at this position and I think I always knew that I wanted some kind of marketing/social media career but really hadn’t done much to get there. That was kind of my “now or never” moment to see what I was made of. Best scariest decision of my life.
How did you transition from focusing on local businesses to expanding your services to other cities and states?
Honestly, God, because I really have no clue. One referral led to another and then a friend of a friend told a friend and before I knew it I had a client in Canada and all I can attribute it to is God showing me I could do it (work remotely) and that all it took was a yes from me!
What were some of the initial challenges you faced when starting your business, and how did you overcome them?
My challenges were really just my own thoughts —I knew I didn’t have all the cool expensive tools and tech gadgets, high-end cameras that other people had and I would often pass on opportunities that felt out of my scope because of it. There were so many times I hesitated to even say I had a business or market certain aspects of my skill set because I was really insecure about my abilities and always comparing myself and my work in my mind.
Can you describe a specific moment when you felt uncertain about your business? How did you push through those feelings?
I spiraled, I struggled with imposter syndrome and compassion and I hyper-focused on everything I didn’t that seemed like it didn’t measure up to what other people were doing with more expertise than me, but then I realized that MANY social media managers and agencies didn’t know all that much about business goals, selling, store/business KPI’s, conversion, brand loyalty, but I DID. I’d been in retail about 10 years and knew how sales funnels worked and began to shape my services around getting to know more about their products/services/sales/pricing etc (which I’m so sure I’m spilling my secret sauce on here but nimodo haha) and then I kind of carved out a lane for me and ran with it.
How do you manage to keep your confidence up while facing the inevitable challenges and setbacks?
So, for one I pray — two, I’m to super young I’m 33 and I think at my core after trying to find my place and career and nothing sticking, and not being something I LOVE like I do social media and marketing, I know I’m meant to be in this space and have accepted that I have to be flexible to adapt in this constantly changing market and I don’t have to get so overly emotional/rocked and discouraged down to my core beliefs. Business is both so personal and in a way not at all and you have to KNOW that. But when I’m shaky, rocky, doubting I pray and lean into what God has deposited in me about who I am.
6. What are some common misconceptions that small to medium-sized businesses have about building their digital presence?
A huge one is well okay two there’s two
First misconception would be that you can’t get high ticket clients or consistent/loyal clients without a large following on social platforms
Second would be that you “can’t” make good content because of cost/expertise because these days there are thousands of accounts giving out free easy-to-do tips and tricks for elevating content without spending thousands of dollars and there’s truly no excuse for not making engaging content and why a business isn’t posting regularly.
Can you share an example of a business you’ve helped that saw significant growth or success through your services?
I worked with two businesses in the events industry both on their websites and their Instagrams (specifically) and saw both with regular inquiries and leads within the first two weeks of putting these booking systems in place. I saw them consistently receiving solid inquiries through these first 3 quarters of the year —sometimes I hear this question and I get a little insecure to answer in terms of followers which that expectation is so tired honestly, but for transparency purposes they each probably grew in 6 and 8 months give or take 1000 followers which isn’t a viral answer its a real one BUT each is very close to scaling to a 6-fig business and it’s only their side hustles which I think is a way bigger deal and more mpressive metric to me!
How do you balance your professional responsibilities with your personal life?
Balance is my worst quality because when you have your own business you have to ride the crap out of a high when you’re on it and pivot equally as aggressively when you plateau. I’m still learning and right not one thing I’m trying to do is start my work day much much earlier so I can dedicate my time to my husband and daughter during those daytime hours but its hard, it is literally 1015pm on a Wednesday night and I’m talking (writing) to y’all cause dreams don’t sleep
What mental health strategies or practices do you use to maintain your well-being while managing your business?
I have to force myself into believing and affirming that my social presence and these little views and comments and likes are NOT the be all and end all of my life, nor do any of these things have the final say in my creative, passion, dedication, integrity or with.
What advice would you give to women who are thinking about starting their own business?
DO IT. START THE BUSINESS. Like if anyone is asking for a sign this is it, start the business, start writing it out, dreaming, vision board-ing, journaling. —like I said I’m a very big believer in Jesus and the Bible says to ‘write down your vision’ because when you take an idea that’s simply vapor, a thought, it goes from just a fleeting idea, a wish to something so much ore tangible and real and that’s when you’ll decide whether or not you want to take the next steps.
How do you stay motivated and inspired in your work, especially during challenging times?
I voided networking for seriously so long because I didn’t believe in myself to stand there chest out like “yeah I’m a successful social media manager I’ve worked with 40+ businesses and brands” literally no confidence to talk about my business or skillset and I attended two in spring of this year and realized from connecting with other women in business that I AM knowledgeable and I DO run an outstanding and growing business with so much heart and ultimately I DO belong in this space with these other amazing women. Not only that but I’ve booked a few clients as a result and have some work and mom + kiddo dates set for this Fall. Networking really does make you feel like you’re not alone in the process and journey you’re in as a woman, mom, wife or business owner and it’s monumental for organic growth as well.
Honestly I am going to plus myself right here, if you follow me at @neighborhoodsocialcompany I’ll put you on to the apps, gadgets, tech, tools, creative mentors, networking opps in San Diego, etc. I’m friendly and I’m down to help anyone who asks!
What future goals or aspirations do you have for Neighborhood Social Company?
In the immediate future I would love to continue growing my portfolio and serving people the best I can while staying true to my values and beliefs, I never want any of my clients to feel like a number or scammed, I WANT to come alongside people and have them say ‘she really cared about me and my business and was a true help. I think maybe in the next 1-2 years I would love to finally hit my 6-fig business plan because I really want to hire people and become an agency in order to create opportunities, I feel like you’ve really ‘made it’ when you can say you’re opening doors for others. Also, a little selfishly I want to hit the 6-fig arena to prove a point that all those who doubted if I could really do this and really do it right and carve a place for myself in this market can see I did it. I think that’s def the Latina in me to want to prove a point with all the hard work pero con all the sass you know.
https://www.instagram.com/neighborhoodsocialcompany
